□ Our reporter Zhao Li
□ Our intern Feng Hanyi
"Summer vacation must-do project - embedding thread to do double eyelid + hyaluronic acid; summer vacation discussion project - a certain star's smiling lips + adjusting the root width through bone grinding surgery; university must-do project - wearing braces and whole teeth + peach hip surgery."
This is the new flag that Liu Xia (pseudonym), a senior high school graduate in Beijing, set up for himself after receiving the admission letter from the university.
Talking about the reasons for plastic surgery, Liu Xia said frankly: "Actually, I want to have a full face plastic surgery, but I don't have the courage. If you become beautiful, you will have better luck."
It is understood that many teenagers, like Liu Xia, are facing varying degrees of "appearance anxiety".
According to a survey, every winter and summer vacation and graduation season, there will be a phenomenon of students getting together for plastic surgery, and the "post-00s" have become the main force of medical beauty consumption.
Recently, a reporter from the "Rules of Law Daily" tried to search on multiple social and short video apps and found that "plastic surgery in summer vacation", "beauty in summer vacation", and "be thin in summer vacation" have all been hot topics in the past month.
The reporter also found that the State Administration for Market Regulation issued the "Guidelines for Law Enforcement of Medical Beauty Advertisements" in November 2021, focusing on the nine types of situations behind the creation of "appearance anxiety" and other advertising chaos, which has a huge impact on medical institutions.
However, some medical and aesthetic institutions are still playing the edge ball, discussing beauty in the name of "facial aesthetics".
In this regard, the interviewed plastic surgeons suggested that there are various information on the Internet, the content is also mixed, and there is a lot of misleading information. It is necessary for young people to keep their eyes open and learn to distinguish. It is recommended to learn about plastic surgery items and content from official national channels.
For example, state-approved plastic and cosmetic procedures can be searched on the official website of the National Health Commission.
Medical and beauty advertisements are overwhelming
Plastic surgery shows a trend of younger age
Dr. Zhao, a tertiary-level A-level specialized hospital for plastic surgery in Beijing, told reporters that he met a teenage girl who said to her, "Doctor, I want big eyes from XX (a celebrity). In the case, I will tell my children to wait and see when they grow up.”
In recent years, Dr. Zhao's clinic welcomes a group of students every summer vacation. Eyes, noses, lips, etc. are their regular consultation items. There used to be girls, but now there are boys and girls, and they all have clear goals-" The eyes of a certain star" and "the smiling lips of a certain star".
The reporter searched the Internet for the "Summer Plastic Surgery Guide" written by many bloggers with plastic surgery experience. They shared some experiences of summer plastic surgery in detail, and said that "summer plastic surgery can recover better."
There are also some bloggers who have analyzed summer plastic surgery from the perspective of "step on the pit carefully" and "must protect yourself", reminding college students or prospective college students to treat various plastic surgery and beauty programs rationally.
"Nowadays children are well nourished and their physical development is ahead of their time, but their mental development may not keep up, and a complete healthy aesthetic has not yet been formed. In this case, the Internet and mobile social software are full of hints of a single aesthetic, which eventually attracts Many people's face looks like a face carved out of a mold." Dr. Zhao said that plastic and cosmetic surgery is different from some emergency surgery. Generally, the time is chosen independently. Winter and summer vacations are very suitable for this feature. In addition, summer vacations are relatively long. There is more recovery time.
High subjective will and clear goals are the general feelings of the interviewed plastic surgeons about the plastic surgeons among the students.
"In recent years, many students have come to consult plastic surgery during the summer vacation. The age is getting younger and younger, and there are even teenage junior high school students." Wang Liang, who graduated from the Bethune Medical Department of Jilin University and has been engaged in plastic surgery for more than 10 years, believes that in the face of Teenagers should be cautious about plastic surgery, and analyze the specific situation on a case-by-case basis.
For example, choosing some plastic surgery programs reasonably, allowing some children to change their congenital defects and regain their self-confidence is beneficial to their lives.
But if the patient is too young, she and her colleagues will decline.
A survey report on the concept of "post-95s" plastic surgery shows that at present, the reason why more and more young people choose plastic surgery has changed from being driven by work to being driven by a simple desire to be beautiful and to be happy for themselves.
According to the report, when the concept of self-pleasure is popularized, regardless of occupation, gender or age, medical aesthetic consumers use medical aesthetics to consolidate their self-confidence and delight themselves on an emotional level.
Institutions take this as a starting point to meet the needs of medical and aesthetic consumers, focusing on the individualization and customization of projects.
Plastic surgery is getting younger and younger, why?
A number of doctors told reporters that they have paid attention to the "grass-growing economy" brought about by a number of social software, and consumer medical care is becoming more and more popular among students, that is, improvement needs are the main purpose, not treatment purposes.
In Wang Liang's view, when beautiful pictures and inspirational copywriting such as "Smile Lips" and "Tong Yan Needles" flood social software with the help of online marketing, many teenagers who are not yet mature are easily misled and biased by deformed aesthetics.
"For the post-00s, especially for minors, it is difficult to distinguish whether it is advertising hypnosis or one's own needs." Zhu Xiaohui, a psychological consultant, believes that there is now a lot of publicity on the Internet about small deer eyes, Dudu lips, A4 waist, etc. , life is also full of medical beauty advertisements, which are subtly creating "appearance anxiety", so that everyone's aesthetics tend to be single.
Many interviewees reported that such advertisements that create "appearance anxiety" are everywhere.
"At the end of June, I often saw some medical and beauty institutions on the Internet launching marketing activities related to the summer vacation and graduation season, and some even shouted the slogan of 'graduation season, plastic surgery season'." Beijing resident Zhu Xiaodan told reporters that she When browsing the web, I often see advertisements for orthodontics, such as "a must-see for orthodontists, summer specials are coming", "replacement-style orthodontics", "how old is the best orthodontic treatment, is there any help if I miss it", etc., "The more I look at it, the more anxious I become, and the more I want to correct it as soon as possible."
In this regard, Chi Yukai, an associate professor at the School of Psychology at South China Normal University, suggested that young people should adjust their perception of beauty, correctly understand beauty, and fully realize that the ultimate source of human charm is not beauty, but should strive to pursue "beautiful poetry and literature". Self Hua".
Medical and beauty institutions sell anxiety
Using words to stimulate consumption
Who is selling "appearance anxiety"?
According to industry analysis, driven by commercial interests, a simple and rude psychological suggestion is being pushed to young people who are eager to become beautiful along with various online tweets: First, create "appearance anxiety" and overthrow "all kinds of beauty" with "single aesthetics". Its beauty” stimulates cosmetic surgery consumption.
Secondly, improperly associate poor appearance with negative evaluation factors such as "low energy", "lazy" and "poverty", and use tweets such as "change yourself with half a year's salary, every minute of being beautiful is luck", and achieve this among young people. "Shape Planting".
In order to further understand the marketing strategy of medical beauty institutions, the reporter added Ms. Sun, the person in charge of a plastic surgery hospital in Shenzhen, on the grounds of "hoping to become a partner".
In his circle of friends, all kinds of words that sell "appearance anxiety" are dazzling, such as "a good forehead and seven cents of wealth, even if you are not rich, you can live in a house", "a good face, ten years of good luck", "good-looking people do whatever they want" There are more opportunities”, etc., all linking ability, personality, wealth, luck and appearance.
"The system management fee for partners is 1,980 yuan, and they can enjoy the offline training of the team, including the process of coming to the hospital, negotiation skills, consultation and cooperation, assistant handover, pit avoidance guide, professional knowledge, etc. The team will assist in the transaction." According to Ms. Sun's introduction , the team will teach you these marketing skills, and partners can get courses on one-to-one online drainage and accurate fans, and learn how to promote them on major online platforms.
In the reporter's investigation of some medical beauty training institutions, it was found that marketing is a key chapter in the training plan.
For example, in some introductions, marketing methods are interspersed in medical beauty courses. There are differences in how different projects are marketed and how they are introduced to customers. Courses, students can study again for free.”
In some medical aesthetic training institutions, the marketing lesson plans are more detailed, including the teaching content of the medical aesthetic consultant course, covering the process of hospital admission and palpation, medical aesthetic sales psychology, and thirteen types of customer psychology that consultants should master , WeChat extension experience, how to make better use of the resources around you to make large orders, and how to carry out preoperative and postoperative follow-up orders, etc.
Through online search, the reporter also added the WeChat of several business personnel of medical and beauty institutions.
In their circle of friends, there are stories of "plastic counterattack".
For example, a staff member of a plastic surgery hospital in Chengdu told the story of a customer’s plastic surgery in a circle of friends: plastic surgery is definitely a shortcut to counterattack. , did not become an internet celebrity face, but just got better and better. When I went out shopping, the sales became very enthusiastic, and the rate of return has also increased. I changed a new job, my colleagues are very friendly, and I also met my current boyfriend, who is 1.88 tall. Mi, looks handsome and runs several companies. Now they are getting married. It turns out that beauty can really change fate!
A staff member of a medical beauty online platform revealed that medical beauty institutions find young bloggers on the Internet to experience projects, which is one of the ways to expand customers.
Regarding this method, the above-mentioned staff revealed that because of the rapid realization of this direction, many Internet celebrities are transforming into medical beauty bloggers, and they are the channels of major medical beauty institutions across the country, secretly draining the institutions in the form of popular science.
There is a huge shortage of professional doctors
Medical beauty training is in chaos
The reporter learned that there are many chaos behind the marketing of medical beauty, involving excessive marketing, false exaggeration, inflated prices, illegal practice of medicine, etc. In recent years, many institutions and cases have been exposed and banned.
"In a regular plastic surgery hospital, if a patient is under the age of 18, the guardian's consent is required." A doctor told reporters that due to the "guardian's consent" principle, some minors who have hidden their parents for plastic surgery may choose an informal institution, and they have to fail after failure. Come back to the doctor for a "revision" (repair of bad surgery done at another institution).
Dr. Zhao's colleagues specialize in rhinoplasty and have been exposed to many regrettable cases.
For example, in some cases, half of the nose was rotted due to the embolism of the filler, and they had to undergo nose reconstruction surgery. "A large number of patients in this case have unqualified surgeons."
"The industry needs to be compliant, and there is a large shortage of professional doctors." During the interview, a doctor told reporters about the current pain points of the medical beauty industry.
The reporter searched for "medical beauty training" on the Internet. The first place in the list was a medical beauty clinic in Anhui marked with the words advertisement. After clicking the link, you can see the promotional image of its "light medical beauty elite training class". The course introduction page claims that the trainees will learn a variety of items such as wrinkle removal, fat dissolving, needle-free carving, facial filling, and rich ears within 4 days and 3 nights, and they are guaranteed to learn.
According to the advertisement prompt, the reporter added a teacher named Chen from a certain light medical beauty education college on WeChat, and Mr. Chen sent the reporter a detailed course content map.
This set of courses is mainly divided into two sections: "Marketing Operation Collection" and "Eight Top Technologies". The former includes four contents: store operation management, the development and evolution of the beauty industry market, self-media Internet marketing and the million extension course marketing system. The latter It covers 60 items such as wrinkle removal, weight loss, cell filling, rhinoplasty, hairline transplantation, fat dissolving, whitening, and thread carving.
According to Mr. Chen's introduction, it only takes 6 days to learn all the above-mentioned contents.
When the reporter emphasized that he had never been in contact with medical aesthetics, the other party said: "Our courses are mainly aimed at zero-based, 'Xiaobai' students can learn it, and we promise to provide education and meeting."
In terms of costs, Mr. Chen said that the national unified charge is 6,800 yuan, but the preferential activities given by the headquarters this month are 1,000 yuan of road toll subsidy, 1,000 yuan of epidemic subsidy, and 4,800 yuan after the discount, and only limited to this month's participating students.
Teacher Chen also mentioned that students can open studios, stores, and beauty salons after completing the course of light medical beauty, as long as they apply for a beauty business license.
However, the feedback from reporters who consulted relevant practitioners is that, unlike life beauty institutions, medical beauty institutions involving traumatic projects such as liposuction and rhinoplasty must have a medical institution practice license, and the personnel performing the surgery must hold a doctor's qualification. Certificate and doctor's practice certificate, the attending physician in charge of medical cosmetology projects must have the qualifications of medical cosmetology attending physician.
Such medical beauty training institutions are not isolated cases.
According to the Internet search, the reporter added another staff member of another medical beauty training institution. The WeChat name is Mr. Yang from the A International Medical Beauty Training Center. When the reporter said that he wanted to consult the micro plastic surgery course, Mr. Yang sent a message named "A International Medical Beauty Training Center. Micro-integration class" document.
According to the documents, the micro-rectification course lasted six days and six nights, including injection courses, thread carving courses, seamless double eyelid courses, face feng shui courses, medical beauty consultant courses and marketing courses.
Among them, injection courses involve botulinum toxin injection, hyaluronic acid filling, fat-dissolving injection, mesotherapy, PRP autologous serum beauty anti-aging, 6D/7D small face acupuncture, human placenta injection, Hi-body and many other items and micro-plastic surgery. Post-care, and prevention and treatment of microplastic complications.
In terms of price, Mr. Yang said that the total tuition fee is 6,800 yuan, and now you can enjoy an instant discount of 1,000 yuan by paying a 200-yuan deposit for registration.
Teacher Yang also mentioned that they have their own plastic surgery hospital, and the teaching and learning are also carried out in their own hospital. During the study period, they will provide free hotel accommodation for students.
When the reporter emphasized that he had never been exposed to medical aesthetics and was not a medical major, Mr. Yang said that most of the students had zero foundation, including the teaching, they could ensure that the students could operate clients independently after graduation.
The reporter asked Mr. Yang whether the lack of relevant licenses and certificates would affect the opening of the store. Mr. Yang said: "The plastic surgery hospital needs to have a medical institution business license, and a doctor needs a doctor's qualification certificate. You basically can't meet this, but you also You are not a doctor in a hospital, and you are not involved in some surgical projects, and if you are a simple micro-plastic surgery project, you can actually avoid some risky problems reasonably.”
Mr. Yang said that many studios and beauty salons now have micro plastic surgery programs. They cannot have a medical business license or a doctor's qualification certificate, but aren't they all operating normally?
"You have to reasonably avoid some later problems. For example, the most basic thing is, don't store medicines in your store. Even if the relevant departments come to check you, they will not find anything. These are the knowledge points, and the teachers will also be in class. told you."